Paid Search Column
Leveraging RTB display to engage, nurture and convert audiences through personalization
With an omnichannel campaign focused on key metrics and an optimized bidding structure, RTB display can be a powerful tool in your advertising...
Video on demand’s future requires an ad model built around the experience
In a crowded marketplace, the best VOD ad experience is the one that makes the most impact with the least...
Rethinking the marketing funnel with Consumer Decision Journeys
The way customers shop and interact with brands has changed and the CDJ provides a practical framework for marketing to customers along this...
Think like a search marketer to drive growth with YouTube
Custom intent audiences help reach people who have recently searched for your keywords. Contributor and Googler Matt Lawson runs through how you...
Amazon had a record-breaking holiday season, here’s how advertisers managed it
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature...
6 tactics for PPC marketers to save time, reduce stress and improve performance
Here's a checklist to make sure you’re as organized as possible to start this year off on the right...
Opinion: Google Partners Program incentives should include actual client goals
Rather than give agencies arbitrary incentive points based on the percentage of automation used, why not realign Google’s rewards program to...
Winning on Amazon: Here are 3 strategies that can help
Ask hard questions about your product assortment and get yourself ready for the 'One Vendor' change on the Brand...
‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’
Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results...
Shopping ads for the small budget: Here’s what to expect in 2019
This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced...
The Black Friday Ecommerce PPC doomsday checklist of dramatically epic proportion
Here's a final Black Friday checklist to keep yourself on track but in the end, be ready to adapt to rapid changes and roll with...
Tips for using the new Google Ads interface
There's more clicking in the new interface but the actionable data for speed and mobile friendliness is a big...
5 ways to make your holiday advertising campaigns more profitable
It's time to start thinking about a holiday advertising strategy to reach the right customer...
Google is right; click-through and conversion rates kinda don’t matter
Say what? Turns out you may be focusing on the wrong things if you're fixated on click-through and conversion rates. Here are a number of...
Keyword research strategies in a close-variant world
Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a...
How keyword match types work after the new close match variants change
Here's a free Google Ads script that delivers a detailed report on the impact of Google's inclusion of "same meaning" queries in exact match...
Find anomalies in your campaign spending with this Google Ads script
Contributor Daniel Gilbert shares a customizable script that lets you check for overspending or underspending in your Google Ads account by...
Avoid the 8 most common pitfalls of automated bidding
With more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common...
Google’s somewhat-new guide to totally excellent ads
As responsive search ads make their way to an account near you, contributor and Googler Matt Lawson shares suggestions on how to implement all...
How to use IF functions to speak to different audiences
If you have several remarketing audiences created, contributor Joe Martinez explains how to use IF functions to advertise to each user group...